HRH The Prince of Wales teamed up with the British Fashion Council today
to champion British designers who are contributing to a ‘positive’ fashion
industry.

His Royal Highness met with the British Fashion Council’s chief
executive Caroline Rush and Yoox Net-A-Porter Group chief executive
Federico Marchetti at the retailer’s Tech hub where he was given insight
into how artificial intelligence will be used to create a unique,
personalised prototype homepage.

He also visited the newly opened White City House, where he met with
designers Bethany Williams, Mother of Pearl and Teatum Jones discussing
material innovation, the circular economy, craftsmanship and community, the
British Fashion Council said in a statement.

The visit was part of the British Fashion Council’s Positive Fashion
initiative, a platform designed to use the power of collective influence to
gather thought leadership, celebrate industry best practice and encourage
future business decisions to create positive change.

Rush, said in a press release: “The Prince of Wales and The Duchess of
Cornwall have long been supporters of sustainability, wool and local
manufacturing. We are honoured that his interest in our Positive Fashion
initiative shines a light on the great work being done by individuals and
businesses in fashion.

“The visit to YNAP was a great example of how London leads in e-commerce
and how those businesses are not only shaping our industry, but also our
local communities.”

The Prince of Wales has previously supported the work of the British
Fashion Council by hosting the launch of London Collections: Men at St
James's Palace in June 2012. His Royal Highness also founded the Campaign
for Wool to encourage ecologically responsible fashion which prioritises
natural fibres and has a low carbon footprint.